The Challenges

Defining the primary end-user

There are two primary users of Playbook. The director/manager: (including product or innovation directors, brand managers, and others). Directors/managers are the ones who will buy the product, but not the ones who will use it. They need conclusions about whether the company is on the correct path and what adjustments are needed to match market trends. They will have to present these conclusions at their next quarterly board meeting. The analyst/researcher: (including data, risk, and marketing analysts, along with others).Analysts and researchers are the ones who will really use the software, work which includes collecting, analyzing and reporting data. Their aim is to uncover opportunities and present data-driven recommendations to their director/manager.

Defining the primary job rulos

The main goal here was creating a comfortable user experience, throughout the stages of analytics and producing actionable insights. One of our guiding principles in this stage was that the user should always know what he is looking at, how he got there, and how to move forward from there.

Getting insights from the system

One of the main problems of the old system was the difficulty of saving insights extracted from raw data and charts for later sharing among analysts. Analytics and insight generation were separated into two systems and users would reach a dead end after coming to a conclusion, which interrupted their workflow.

Rethinking flow and navigation

Navigation in the previous system was cumbersome, making workflow hard to follow. Users had to choose between multiple levels of projects, reports, use-cases, and graphs before even entering the system.

The Research

User persona

After initial research we succeeded in identifying our main user personas. Understanding the personas’ central goals, needs, and daily usage allowed for better understanding of the product needs.

Clear Flow

For the new product version we designed a clearer workflow, with different sections for different users. This ensured easy use and consumer retention.

The Results

The new Playbook was divided into four main areas:

Dashboard

The perfect solution for the director/manager, summarizing only what is relevant and giving them an overview of the ecosystem.The dashboard was divided into two areas:
‍What’s New – brands, consumer discussions, products and product launches, and access to the ecosystem overview. Trend Analysis – all the latest trends, including various channels and technology, business events for that month, product launches, and partnerships.

analysis

This area allows analysts to explore the ecosystem in depth, enabling interactive analytics and chart generation according to use cases that answer specific business questions. In Analysis, users can: Filter – filtering can be done by solution type and geography, helping the analyst be specific in their research. Create and Read Findings – users can create new insights, which appear in the chart section and are available for colleagues to view.

insights

Divided into three areas: Findings – organizes all the findings created by the user, his colleagues, and Signal Analytics. Allows sorting of findings by date, user, and favorites, and for publishing new findings or saving them to drafts. Reports – organizes all the reports created by the user, his colleagues, and Signal Analytics. Allows for sorting of reports by date, user, and favorites, and for publishing reports or saving them to drafts. Signals – automatic signals generated by the data ecosystem.